Social Sharing of Super Bowl Ads Declines, But Does It Matter?
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Now that releasing Super Bowl ads before the game has become commonplace, people seem to be getting tired of it all. Sharing of Super Bowl ads dropped dramatically last year, and releasing the ads pre-game has a fairly negligible impact on awareness or purchase intent, according to separate research studies.
“The online free lunch with the Super Bowl is over,” said Richard Kosinski, U.S. president of video ad tech firm Unruly, which found that social sharing of Super Bowl content decreased 29% on average last year vs. 2013. That’s despite a 22% increase in sharing for the average online video ad overall. The finding suggests that brands may have to buy more online views pre-game, get smarter about strategy or just wait until the game.
While it’s natural to blame the growing glut of online content for the decline in Super Bowl ad sharing, the simultaneous rise in sharing for other videos contradicts that. Mr. Kosinski suspects Super Bowl ad sharing declined in part because advertisers fumbled the timing or got the creative wrong.
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